& Other Stories, the new H&M fashion chain, is launching in New York next week. The company will launch its first American retail space in Soho at 575 Broadway in addition to a US online store.
The 6,400-square-foot flagship will continue the concept of cross-merchandising that brings together items from different categories throughout the store. For example, customers can see a display that features nail polish, wine-colored suede shoes and a burgundy-and-black clutch; on the table, a photo shows a model wearing a black sweater and holding the clutch in one hand with Cordovan-painted nails.
The store is “all about personal styling,” said Sara Hildén Bengtsson, the Stockholm-based creative director of the brand. “We create with a strong woman in mind. That’s a very fundamental idea. To make your own personal styling, you need different directions and universes. We created four.”
According to WWD the company has full creative autonomy, while H&M provides support “only from a technical perspective, such as logistics and travel,” Carlberg said. “Everything that reaches the customers is all us.”
The store opens 17 October.